Solar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty. Winning hearts and minds over to solar may be a big challenge. But the reward for breaking down the misperceptions will be huge. Justin Taverna, co-founder of First Light Technologies, is determined to make First Light that breakthrough brand. I’ve known Justin and his First Light co-founder Sean Bourquin a number of years now. I helped them streamline their brand message then, and I’m helping them figure out how to reach more customers now. Justin and I sat down a short while ago to talk about the evolution of the solar lighting brand, the a-ha moments he’s had, and the brand space he believes First Light can stake in consumers’ minds. If you liked this podcast, make sure to share it with your 5,000 closest friends using the social share buttons on this page. And if you'd like to talk about your brand, drop me a line at marc@marcstoiber.com.